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BkSI S|jGqyBs Mgچܺ$@x'RYCkh\8@iWpC[u*/~:vF6m-թ㙇_d⻊jSKŖwi2a Z0VVij ]-U.2S %[fhsSYa{rQYYRkE"` -j_7g"bn!sFk-1ꐊxBփrٌLBe7-F"SsJl9sm]oux}[wZDd i/[VJ~M*LkN>12*:6oKNYou{P WeCOG**NqwƬ2AORE5 ~T:=i^VǰShYԭ&^tGPed+'Pt1oSnZvݲ hɑXyf͎ 05@hNZ+ X Urۜ)oms  鎄v$v!Ж@Qx 'H41&S2ZH DI4BkA J %d~|/DE@"a]kZB D=(W"T(lb9QN&K(ח#4$}0+DT<)M[jr zЩ4 5A[ʏ;g ܀B#3;9 !|&5d2OUd7h|.,ܒ@ʃ2:-&el\Ea{426J@|#'6<¹d rQsP G42z,'G?[&CZǃO;7#Mnq t܈納;0WۘDH @h!4`gSmBHAvk7&46>\JB,d*Hc ] Xv>uA`@4 >4# @j =H =y  0Kۍ~㏀ % c~1㫼>߼8sV^Ѽѯ)@EGZOyqnzd XMԄ%ʃ<( x>p@`N=:NWtSF4g? }<9r6w__/Z@`NSy9vSorŦAhxUŸ:NxCDĻhx#@֩!KDC@᧿ BZWBJ_Nd "A/e ]}NYZ9[ E{G ):kJ @ @ @ @ @ @ @ @ @ @ @ @ @hGƘzߘ?ڋ?^7x_zuq#.Ұ/GףgYNo5RՍ NBMN6(tPJʦ @ ` @@ @@@`@@@@`` `@`````` @` @` @` @`@@ @@@`@@@@@ @ @ @@ `@ @ @ @ @@@@ @@@@@`@@@@@@@@@`@` @`@@``@`@`@`@`@@ @@@`@@@@@@ @@@`@@@@@@ @@@`@@@@@@ @@@`@@@@ @` @ ` @@ @@@`@@@@`` `@`````` @` @` @` @` @` @ ` @@ @@@`@@@@`` `@`````` @` @` @`r<ʼnʼn(CRM) i we w aAŷ 帢iA ʼne e A study about the development of hospital marketing strategy using customer relationship management technique Kyung-Sook Lee*, Yoo-Mi Kim**, Sung-Hong Kang *Sanggyepaik Hospital, Seoul 139-707, **Dongnaepaik Hospital, Busan 609-323, Department of Health Care Administration, Inje University, Kimhae Abstract: The present study was done to analyze the hospital utilization pattern at a general hospital with more than 700 beds in Seoul during 6 years(from 1996 to 2001) and to develop a marketing strategy by a series of processes for the establishment of marketing campaign based on CRM through selection and segmentation processes of target patients. Results were following. Department of Obstetrics & Gynecology and Pediatrics took larger part, whereas Department of Internal Medicine took relatively smaller part despite of steady increase in patients. The distribution of patients by residency showed that most patients lived near by the hospital: that is the hospital roles as a community hospital. The admission path was mainly by OPD(46.9%), and ER(32.7%). The degree of hospital utilization was higher in men, older patients, self-insured and industrial accident patients and living near the hospital. We selected the patients with cardiovascular & cerebrovascular diseases as target patients, because of their affinity and royalty. Keyword: CRM, hospital utilization pattern, target patients, segmentation, marketing campaign>I. w 󴡷 E 2000ei 币ҡ 刁awe s eA a. eс A e Ωሁa weA, aзsЩ, 嬂ȥaA aw, asa wai e wбawa w a⸥ a i a. e, AeA WTO aЁiaEa(DDA) swA aw wAe a sb ᔂ a A a. e a A eA wwwae ᔂ ᶂI a a. { 刁a w eA waС ᶁ we aA⸥ ww wi aС gi A Aa. b w { w wbi ᶁ a ai e aA e ewwi ae a Aa. i ᶁ, Ae wie a wA e ʼni a ⸥ wѷi aС, Aa aAŷw󤥝i wae w ab⸥ bi i͡á a.[2] w aAŷA ʼne ee e a IA eaa eqA aa aE a󤁷 Ae wa awi e 帢 AeA aa w aAŷ 帢A ʼne ee se a i a. aa Ae wA e a a eQA aa ai A, wЁ A eaa i wi Ii baa i aa wʼni i e wсȁ waAŷ 帢 w󤥝 iAᴡ i a a. i ᶁe eA g waС e ʼnʼn(customer relationship management ; a CRM) i we waAŷ 帢i ii aa a. CRMe awA iaa i e i i, aС, ii ᶁ зae i бA ea. CRMe ʼnA e 帢i A Aaȁ Ai Ɂ ABb, A, aw, q, w͗ {e i aa. b CRM w 񸡷 AAa aAŷA ҥ aaa ae e ae i aa eae a.[7] c